Buick Motor Division's famous "tri-shield" emblem, basically three shields inside a circle, can be traced directly to the ancestral coat of arms of the automaker's Scottish founder David Dunbar Buick. The value of the Buick logo was noted in the early 1990s in a study commissioned by a corporate identity firm, the Schechter Group. A study of the impact of corporate symbols, it found that consumers' opinions can be helped - or even hurt - by their logos. It further observed that "among car marketers, GM's Buick gained an astounding 53 percent in positive image with its tri-shield symbol."

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